NO 5 L’EAU
For CHANEL Fragrance & Beauty, as Communications Director I have orchestrated the PR and Communications launch of Chanel N°5 L’EAU, a contemporary reinterpretation of the House’s most iconic fragrance. I have curated an exclusive local event alongside a press journey to the global launch, thoughtfully engaging media and a select circle of cultural tastemakers whose presence embodied the spirit of L’EAU.
Brand
CHANEL Fragrance & Beauty
Strategic Impact
I repositioned the fragrance through emerging platforms for CHANEL such as TikTok. The outcome was that the fragrance sold out in a record time.
CHANCE EAU SPLENDIDE
In my Communications Director role at CHANEL, I brought the new Eeau Splendide Launch to life in Paris. Bringing the youthful and playful spirit of the new olfactory composition to life in Paris with a community of People of Influence and Angéle’s close circle of friends from Belgium.
House
CHANEL Fragrance & Beauty
Strategic Impact
Led advocacy strategy, talent engagement, and experiential launch execution as Communications Director.
ZALANDO X SEPHORA
Zalando aimed to establish credibility in the niche beauty space and position itself as a leading destination in partnership with Sephora.I developed data-driven PR and campaign strategies, leveraging consumer insights to position Zalando x Sephora as a go-to platform for curated beauty discovery. To enhance the awareness amongst media and industry stakeholders, I initiated and led Zalando Beauty Days, engaging press and People of Influence.
Brand
Zalando X Sephora (LVMH)
Strategic Impact
Strengthened Zalando’s positioning in niche beauty
Established a high-visibility brand moment with Sephora
Give Back Beauty Fragrances
One of the brands I worked for, sought to re-enter the fragrance category with its first new launch in years, requiring a modernized and elevated positioning. As Interim Global Communications Lead, I defined a new PR & communications direction for the fragrance division, aligning brand heritage with a more contemporary and culturally relevant narrative, leading global positioning, launch strategy and narrative development for the new fragrance. The project entailed cross functional alignment and aligning with the external license partner Give Back Beauty, talent teams, and creative agencies.
Brand
PVH
Strategic Impact
Set the foundation for a renewed presence in the fragrance category